Advertising Standards Authority ruling on the EU Settlement Scheme

A number of media outlets are reporting on a ruling by the Advertising Standards Authority following a complaint made by a member of the public about a radio advert for the EU Settlement Scheme, who felt the advert did not give enough information about the application process.

The Advertising Standards Authority has upheld the complaint, but the Home Office has responded to the ruling:

A Home Office spokesperson said:

We completely disagree with ASA’s decision. The campaign was factual and complied with all necessary clearance processes for radio advertising.

The campaign has had a positive impact and encouraged more than one million successful applications so far.

The Scheme is free, straightforward and EU citizens and their family members have plenty of time to apply. All they need to apply is their passport or ID card and to complete an online form.

The Home Office launched a £3.75 million nationwide marketing campaign to encourage EU citizens to apply early for the EU Settlement Scheme on 25 March 2019 ahead of its full launch on Saturday 30 March 2019.

The campaign was visible at around 6,000 sites across the UK including in every major city with advertising at key locations followed up by adverts appearing on catch-up TV, radio, social media and online.

The Scheme is free and is designed to be as simple and straightforward as possible. Applicants only need to complete three key steps – prove their identity, show that that they live in the UK, and declare any criminal convictions.

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Home Office in the media is the Home Office's blog on the latest topical home affairs issues. It features a review of leading media stories, responses to breaking news, rebuttal to inaccurate reports, and ministerial comment.